How to unravel the complexities of culture: A methodological approach

Ashwani Arora

Market Xcel’s Ashwani Arora says the mixed-method marketing approach is helpful for understanding culture and behaviours because it combines quantitative and qualitative research methods that leverage their respective strengths for more robust results.

While change is the only constant, staying connected is of the essence. Burgeoning consumer expectations have led brands to embrace agility, and with the choices in the world changing by the minute, prioritising cultural relevance is prudent. Successful brands have effectively addressed this challenge by adopting cultural elements that strike a chord with their audience, establishing genuine connections with the brand and aspiring to play a more meaningful role in their customers’ lives and the broader world by championing causes they deeply care about.

Culture is a miscellany of values, beliefs, traditions, habits, symbols and codes that exhibit versatility in...

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